AiSC Scorecard
A new kind of agency intelligence platform.
I designed the brand identity, visual system, iconography, illustrations, and website for AAAnow's AiSC Scorecard — a productised intelligence platform that helps agencies prove the value they add, identify the value they're losing, and monetise that insight.
Collaboration
- Lawrence Shaw
When Lawrence first reached out, I wasn’t immediately convinced. His company, AAAnow, had been doing things on the web for over 25 years — helping organisations navigate the technical and compliance-heavy corners of the internet. There was history, credibility, and a clear sense of mission. Although the vision he described — turning that experience into a productised system for agency growth — felt… abstract.
Then we met. Lawrence is the kind of founder you can’t help but like. Quick-witted, disarmingly honest, and full of sharp one-liners. (“I know it can come over as boring,” he told me on our first call. “Let’s change that.”) Within minutes, we were bouncing ideas back and forth — data, trust, transformation, the future of agencies — and I knew I wanted in.
This wasn’t going to be another SaaS startup with a generic blue logo and a few buzzwords. Lawrence had something genuinely new: a way for agencies to see where they were losing value, prove where they were adding it, and monetise that insight.
Building the system
From day one, Lawrence treated me as part of the team — not just a designer-for-hire. He opened up the inner workings of the business: the vision decks, the spreadsheets, even the late-night messages that start with “okay hear me out…”.
It was clear we weren’t just designing a website. We were creating the full system that would define AAAnow’s next stage. Together, we built:
- Logo and visual identity — a precise, analytical mark that embodies trust, intelligence, and clarity.
- Iconography — a custom set built around visibility, data, and flow; minimalist, but with intent.
- Illustrations and animations — abstract and dynamic, turning data complexity into story-driven motion.
- Strategy and messaging — defining the voice of a new category: productised client retention.
- Social presence — modular visual assets and copy designed for LinkedIn and thought leadership.
- Website design and build — a fluid, responsive experience that feels serious but never sterile.
Walking the line
The challenge was balance. AAAnow sits in an unusual space: part technology platform, part consultancy, part quiet revolution for agencies tired of guesswork. The design had to walk that fine line — smart without being smug, technical without being cold, commercial without being corporate.
So the brand became built on contrast: bold typography against deep green backgrounds; crisp grids offset by soft, glowing gradients. Motion was used sparingly — not for flair, but for focus. Every animation exists to explain something complex in a simple, confident way.
Looking back
Working with Lawrence and the AAAnow team felt like meeting friends for a round of drinks. Every decision came with genuine curiosity — “What if we reframe this as confidence, not compliance?” or “How would this feel if it were an Apple keynote, not a corporate deck?”. The result is a brand that feels simultaneously established and new — one that communicates both longevity and innovation. AAAnow now stands as a confident, future-facing brand, helping agencies around the world transform how they retain clients and generate value.
For me, it’s one of those projects that reminds you why collaboration matters. Great design doesn’t just come from a good brief — it comes from great people. Lawrence said it best: “It’s about showing agencies what’s been in front of them all along.” And that’s exactly what we built — a brand that makes the invisible visible.
